TY - JOUR
T1 - Paradoxical side effects of green advertising
T2 - how purchasing green products may instigate licensing effects for consumers with a weak environmental identity
AU - Meijers, Marijn H.C.
AU - Noordewier, Marret K.
AU - Verlegh, Peeter W.J.
AU - Willems, Winne
AU - Smit, Edith G.
PY - 2019
Y1 - 2019
N2 - Research into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product advertised in a green ad? In two experiments, we show that purchasing a green product may have paradoxical post-purchase effects, such that it may lower intentions to engage in subsequent environmentally friendly behaviour (a so-called licensing effect). Importantly, our results show that these post-purchase effects are moderated by environmental identity: only people with a weak environmental identity show these paradoxical post-purchase licensing effects, people with a strong environmental identity are more likely to continue behaving in an environmentally friendly way.
AB - Research into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product advertised in a green ad? In two experiments, we show that purchasing a green product may have paradoxical post-purchase effects, such that it may lower intentions to engage in subsequent environmentally friendly behaviour (a so-called licensing effect). Importantly, our results show that these post-purchase effects are moderated by environmental identity: only people with a weak environmental identity show these paradoxical post-purchase licensing effects, people with a strong environmental identity are more likely to continue behaving in an environmentally friendly way.
KW - consistency
KW - environment
KW - Green advertising
KW - identity
KW - licensing
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U2 - 10.1080/02650487.2019.1607450
DO - 10.1080/02650487.2019.1607450
M3 - Article
AN - SCOPUS:85065405497
VL - 38
SP - 1202
EP - 1223
JO - International Journal of Advertising
JF - International Journal of Advertising
SN - 0265-0487
IS - 8
ER -